www.pewresearch.

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AUGUST 5, 2013

72% of Online Adults are Social Networking Site Users

Social networking sites remain most popular among young adults, but other age groups continue to increase their engagement

Joanna Brenner
Web Coordinator, Pew Internet Project

Aaron Smith
Senior Researcher, Pew Internet Project

http://pewinternet.org/Reports/2013/social-networking-sites.aspx
FOR FURTHER INFORMATION, CONTACT: Pew Research Centers Internet & American Life Project 1615 L St., N.W., Suite 700 Washington, D.C. 20036 Media Inquiries: 202.419.4500

The number of social networking site users continues to grow

As of May 2013, almost three quarters (72%) of online U.S. adults use social networking sites, up from 67% in late 2012. When we first started asking about social networking sites in February 2005, just 8% of online adults said they used social networking sites. In addition to asking about general usage of social networking sites in our current survey, we included a stand-alone question about Twitter and found that 18% of online adults are now Twitter users. This is roughly double the 8% of online adults who used Twitter in November 2010, the first time we asked about Twitter as a stand-alone platform.

Adult use of social networking sites and Twitterchange over time

% of adult internet users who use social networking sites or Twitter, over time Social networking sites 80% 70% 60% 50% 40% 30% 20% 10% 0% 2005 2006 2008 2009 8% 8% 2010 2011 2012 2013 18% 72% Twitter

Source: Pew Research Centers Internet & American Life Project tracking surveys 2005-2013. Spring Tracking Survey, April 17 May 19, 2013. N=1,895 adult internet users ages 18+. Interviews were conducted in English and Spanish and on landline and cell phones. The margin of error for results based on all internet users is +/2.5 percentage points.

Today, social networking site use is a major activity for internet users from a wide range of demographic groups. Younger adults are especially avid adopters, but social networking continues to grow in popularity for older adults as well. Six out of ten internet users ages 50-64 are social networking site users, as are 43% of those ages 65 and older.

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Who uses social networking sites

% of internet users within each group who use social networking sites

All internet users (n=1,895)

a b a b c a b c d a b c d a b c d a b c

72% 70 74 70 75 80a 89
bcd

Men (n=874) Women (n=1,021) Race/ethnicity White, Non-Hispanic (n=1,331) Black, Non-Hispanic (n=207) Hispanic (n=196) Age 18-29 (n=395) 30-49 (n=542) 50-64 (n=553) 65+ (n=356) Education level No high school diploma (n=99) High school grad (n=473) Some College (n=517) College + (n=790) Annual household income Less than $30,000/yr (n=417) $30,000-$49,999 (n=320) $50,000-$74,999 (n=279) $75,000+ (n=559) Urbanity Urban (n=649) Suburban (n=893) Rural (n=351)

78cd 60d 43 67 72 73 72 75 72 74 71 74 71 69

Source: Pew Research Centers Internet & American Life Project Spring Tracking Survey, April 17 May 19, 2013. N=1,895 adult internet users ages 18+. Interviews were conducted in English and Spanish and on landline and cell phones. The margin of error for results based on all internet users is +/2.5 percentage points. a Note: Percentages marked with a superscript letter (e.g., ) indicate a statistically significant difference between that row and the row designated by that superscript letter, among categories of each demographic characteristic (e.g. age).

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Although online seniors are less likely than other age groups to use social networking sites, adoption rates for those 65 and older have tripled in the last four years (from 13% in the spring of 2009 to 43% now).

Social networking site use by age group, 2005-2012

% of internet users in each age group who use social networking sites All internet users 100% 90% 80% 70% 60% 50% 43% 40% 30% 20% 10% 0% 9% 8% 7% 6% Feb-05 89% 78% 72% 60% 18-29 30-49 50-64 65+

1% Aug-06 May-08 Apr-09 May-10 Aug-11 Feb-12 Aug-12 Dec-12 May-13

Source: Pew Research Centers Internet & American Life Project tracking surveys 2005-2013. Spring Tracking Survey, April 17 May 19, 2013. N=1,895 adult internet users ages 18+. Interviews were conducted in English and Spanish and on landline and cell phones. The margin of error for results based on all internet users is +/- 2.5 percentage points.

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Twitter
The percentage of internet users who are on Twitter has more than doubled since November 2010, currently standing at 18%. Internet users ages 18-29 are the most likely to use Twitter.

Who uses Twitter

% of internet users who use Twitter

All internet users (n=1,895) Men (n=874) b Women (n=1,021) Race/ethnicity a White, Non-Hispanic (n=1,331) b Black, Non-Hispanic (n=207) c Hispanic (n=196) Age a 18-29 (n=395) b 30-49 (n=542) c 50-64 (n=553) d 65+ (n=356) Education attainment a Less than high school (n=99) b High school grad (n=473) c Some College (n=517) d College + (n=790) Household income a Less than $30,000/yr (n=417) b $30,000-$49,999 (n=320) c $50,000-$74,999 (n=279) d $75,000+ (n=559) Urbanity a Urban (n=649) b Suburban (n=893) c Rural (n=351)
a

18% 18 17 14 27a 28 a 30bcd 17d 13d 5 16 15 20 b 19 15 16 20 22 a 21c 18 c 11

Source: Pew Research Centers Internet & American Life Project Spring Tracking Survey, April 17 May 19, 2013. N=1,895 adult internet users ages 18+. Interviews were conducted in English and Spanish and on landline and cell phones. The margin of error for results based on all internet users is +/- 2.5 percentage points. a Note: Percentages marked with a superscript letter (e.g., ) indicate a statistically significant difference between that row and the row designated by that superscript letter, among categories of each demographic characteristic (e.g. age).

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The following chart shows Twitter use by age group, over time:

Twitter use by age group, over time

% of adult internet users in each age group who use Twitter 18-29 35% 30% 25% 20% 15% 10% 5% 0% Nov-10 Dec-10 Jan-11 May-11 Aug-11 Feb-12 Aug-12 Dec-12 May-13
Source: Pew Research Centers Internet & American Life Project Tracking Surveys, 2010-2013. Spring Tracking Survey, April 17 May 19, 2013. N=1,895 adult internet users ages 18+. Interviews were conducted in English and Spanish and on landline and cell phones. The margin of error for results based on all internet users is +/2.5 percentage points.

30-49

50-64

65+

Total

30%

14%

18% 17% 13%

8% 7% 6% 4%

5%

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Survey Questions
Spring 2013 Tracking Survey
Data for April 17-May 19, 2013
Princeton Survey Research Associates International for the Pew Research Centers Internet & American Life Project Sample: n=2,252 national adults, age 18 and older, including 1,127 cell phone interviews Interviewing dates: 04.17.2013 05.19.2013 Margin of error is plus or minus 2.3 percentage points for results based on Total [n=2,252] Margin of error is plus or minus 2.5 percentage points for results based on all internet users [n=1,895] Margin of error is plus or minus 2.4 percentage points for results based on all cell phone owners [n=2,076] Final Topline 5/21/2013

Do you use the internet, at least occasionally? EMLOCC Do you send or receive email, at least occasionally? EMINUSE Do you use the internet or email, at least occasionally? INTMOBDo you access the internet on a cell phone, tablet or other mobile handheld device, at least occasionally?1
INTUSE
DOES NOT USE INTERNET

USES INTERNET

Current December 2012i November 2012ii September 2012 August 2012iii April 2012 February 2012

85 81 85 81 85 82 80

15 19 15 19 15 18 20 INTUSE/EMLOCC/EMINUSE/INTMOB continued...

The definition of an internet user varies from survey to survey. In the current survey, half the sample was asked INTUSE/EMLOCC/INTMOB and half was asked EMINUSE/INTMOB. Current results are for both forms combined. Throughout the current topline, total internet users are defined as those who answered yes to any question INTUSE, EMLOCC, EMINUSE or INTMOB. From April 2012 thru December 2012, an internet user is someone who uses the internet at least occasionally, sends/receives email at least occasionally or accesses the internet a mobile device (three-part definition with question wording Do you use the internet, at least occasionally? OR Do you send or receive email, at least occasionally? OR Do you access the internet on a cell phone, tablet or other mobile handheld device, at least occasionally?). From January 2005 thru February 2012, an internet user is someone who uses the internet at least occasionally or sends/receives email at least occasionally (two-part definition with question wording Do you use the internet, at least occasionally? OR Do you send or receive email, at least occasionally?). Prior to January 2005, an internet user is someone who goes online to access the internet or to send and receive email (question wording Do you ever go online to access the Internet or World Wide Web or to send and receive email?).

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INTUSE/EMLOCC/ EMINUSE/INTMOB continued...

DOES NOT USE INTERNET

USES INTERNET

December 2011 August 2011 May 2011 January 2011iv December 2010v November 2010vi September 2010 May 2010 January 2010vii December 2009viii September 2009 April 2009 December 2008 November 2008ix August 2008x July 2008xi May 2008xii April 2008xiii January 2008xiv December 2007xv September 2007xvi February 2007xvii December 2006xviii November 2006xix August 2006xx April 2006xxi February 2006xxii December 2005xxiii September 2005xxiv June 2005xxv February 2005xxvi January 2005xxvii Nov 23-30, 2004xxviii November 2004xxix July 2004xxx June 2004xxxi March 2004xxxii February 2004xxxiii November 2003xxxiv August 2003xxxv June 2003xxxvi May 2003xxxvii March 3-11, 2003xxxviii February 2003xxxix

82 78 78 79 77 74 74 79 75 74 77 79 74 74 75 77 73 73 70 75 73 71 70 68 70 73 73 66 72 68 67 66 59 61 67 63 69 63 64 63 62 63 62 64

18 22 22 21 23 26 26 21 25 26 23 21 26 26 25 23 27 27 30 25 27 29 30 32 30 27 27 34 28 32 33 34 41 39 33 37 31 37 36 37 38 37 38 36 INTUSE/EMLOCC/EMINUSE/INTMOB continued...

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INTUSE/EMLOCC/ EMINUSE/INTMOB continued...

December 2002xl November 2002xli October 2002xlii September 2002xliii July 2002xliv March/May 2002xlv January 2002xlvi December 2001xlvii November 2001xlviii October 2001xlix September 2001l August 2001li February 2001lii December 2000liii November 2000liv October 2000lv September 2000lvi August 2000lvii June 2000lviii May 2000lix

57 61 59 61 59 58 61 58 58 56 55 59 53 59 53 52 50 49 47 48

43 39 41 39 41 42 39 42 42 44 45 41 47 41 47 48 50 51 53 52

WEB1-A

Next... Please tell me if you ever use the internet to do any of the following things. Do you ever use the internet to...[INSERT ITEM; RANDOMIZE]?2
Based on all internet users [N=1,895]

Use a social networking site like Facebook, LinkedIn or Google Plus 3

Prior to January 2005, question wording was Please tell me if you ever do any of th e following when you go online. Do you ever? Unless otherwise noted, trends are based on all internet users for that survey. 3 From April 2009 thru August 2011, item wording was Use a social networking site like MySpace, Facebook or LinkedIn. In December 2008, item wording was Use a social networking site like MySpace or Facebook. In August 2006, item wording was Use an online social networking site like MySpace, Facebook or Friendster. Prior to August 2006, item wording was Use online social or professional networking sites like Friendster or LinkedIn

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Current December 2012 August 2012 February 2012 August 2011 May 2011 January 2011 December 2010 November 2010 September 2010 May 2010 January 2010 December 2009 September 2009 April 2009

72 67 69 66 64 65 61 62 61 62 61 57 56 47 46

n/a n/a n/a 48 43 43 n/a n/a 37 39 38 32 33 27 27

28 33 31 34 35 35 39 38 39 38 39 43 44 52 54

0 * 0 * * * 0 * * * 0 * 0 * *

* * * 0 0 0 0 0 * 0 0 0 * * *

Use Twitter
Current December 2012 August 2012 February 2012 August 2011 May 2011 January 2011 December 2010 November 2010

18 16 16 15 12 13 10 12 8

n/a n/a n/a 8 5 4 n/a n/a 2

82 84 84 85 88 87 90 88 92

* * * * * * * * 0

* * 0 0 0 0 * 0 *

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Methods
This report is based on the findings of a survey on Americans' use of the Internet. The results in this report are based on data from telephone interviews conducted by Princeton Survey Research Associates International from April 17 to May 19, 2013, among a sample of 2,252 adults, age 18 and older. Telephone interviews were conducted in English and Spanish by landline (1,125) and cell phone (1,127, including 571 without a landline phone). For results based on the total sample, one can say with 95% confidence that the error attributable to sampling is plus or minus 2.3 percentage points. For results based on Internet users4 (n=1,895), the margin of sampling error is plus or minus 2.5 percentage points. In addition to sampling error, question wording and practical difficulties in conducting telephone surveys may introduce some error or bias into the findings of opinion polls. A combination of landline and cellular random digit dial (RDD) samples was used to represent all adults in the United States who have access to either a landline or cellular telephone. Both samples were provided by Survey Sampling International, LLC (SSI) according to PSRAI specifications. Numbers for the landline sample were drawn with equal probabilities from active blocks (area code + exchange + twodigit block number) that contained three or more residential directory listings. The cellular sample was not list-assisted, but was drawn through a systematic sampling from dedicated wireless 100-blocks and shared service 100-blocks with no directory-listed landline numbers. New sample was released daily and was kept in the field for at least five days. The sample was released in replicates, which are representative subsamples of the larger population. This ensures that complete call procedures were followed for the entire sample. At least 7 attempts were made to complete an interview at a sampled telephone number. The calls were staggered over times of day and days of the week to maximize the chances of making contact with a potential respondent. Each number received at least one daytime call in an attempt to find someone available. For the landline sample, interviewers asked to speak with the youngest adult male or female currently at home based on a random rotation. If no male/female was available, interviewers asked to speak with the youngest adult of the other gender. For the cellular sample, interviews were conducted with the person who answered the phone. Interviewers verified that the person was an adult and in a safe place before administering the survey. Cellular sample respondents were offered a post-paid cash incentive for their participation. All interviews completed on any given day were considered to be the final sample for that day. Weighting is generally used in survey analysis to compensate for sample designs and patterns of nonresponse that might bias results. A two-stage weighting procedure was used to weight this dual-frame sample. The first-stage corrected for different probabilities of selection associated with the number of adults in each household and each respondents telephone usage patterns.5 This weighting also adjusts for the overlapping landline and cell sample frames and the relative sizes of each frame and each sample.

Internet user definition includes those who use the internet or email at least occasionally or access the internet on a mobile handheld device at least occasionally. 5 i.e., whether respondents have only a landline telephone, only a cell phone, or both kinds of telephone.

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The second stage of weighting balances sample demographics to population parameters. The sample is balanced to match national population parameters for sex, age, education, race, Hispanic origin, region (U.S. Census definitions), population density, and telephone usage. The Hispanic origin was split out based on nativity; U.S born and non-U.S. born. The basic weighting parameters came from the US Census Bureaus 2011 American Community Survey data. The population density parameter was derived from Census 2010 data. The telephone usage parameter came from an analysis of the January-June 2012 National Health Interview Survey. Following is the full disposition of all sampled telephone numbers:
Sample Disposition Landline Cell 41,291 24,698 1,755 1,516 12 24,344 2,038 11,626 28.2% 679 3,442 41 7,464 64.2% 450 5,786 1,228 16.5% 45 ---1,183 96.3% 58 1,125 95.1% 10.0% 411 88 ---9,674 226 14,299 57.9% 75 3,668 16 10,540 73.7% 1,537 7,097 1,906 18.1% 68 684 1,154 60.5% 27 1,127 97.7% 13.0%

Total Numbers Dialed Non-residential Computer/Fax Cell phone Other not working Additional projected not working Working numbers Working Rate No Answer / Busy Voice Mail Other Non-Contact Contacted numbers Contact Rate Callback Refusal Cooperating numbers Cooperation Rate Language Barrier Child's cell phone Eligible numbers Eligibility Rate Break-off Completes Completion Rate Response Rate

The disposition reports all of the sampled telephone numbers ever dialed from the original telephone number samples. The response rate estimates the fraction of all eligible respondents in the sample that were ultimately interviewed. At PSRAI it is calculated by taking the product of three component rates:

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Contact rate the proportion of working numbers where a request for interview was made Cooperation rate the proportion of contacted numbers where a consent for interview was at least initially obtained, versus those refused Completion rate the proportion of initially cooperating and eligible interviews that were completed

Thus the response rate for the landline sample was 10 percent. The response rate for the cellular sample was 13 percent.

December 2012 trends based on the 2012 Post-Election Tracking Survey, conducted November 14December 9, 2012 [N=2,261, including 908 cell phone interviews].
ii

November 2012 trends based on the Gates Library Services Survey, conducted October 15 November 10, 2012 among those age 16 or older [N=2,252, including 1,125 cell phone interviews].
iii

August 2012 trends based on the Civic Engagement Tracking Survey conducted July 16August 7, 2012 [N=2,253, including 900 cell phone interviews].
iv

January 2011 trends based on the Pew Internet Project/Project for Excellence in Journalism/Knight Foundation Local News survey, conducted January 12-25, 2011 [N=2,251, including 750 cell phone interviews].
v

December 2010 trends based on the Social Side of the Internet survey, conducted November 23December 21, 2010 [N=2,303, including 748 cell phone interviews].
vi

November 2010 trends based on the Post-Election Tracking Survey 2010, conducted November 3-24, 2010 [N=2,257, including 755 cell phone interviews].
vii

January 2010 trends based on the Online News survey, conducted December 28, 2009 January 19, 2010 [N=2,259, including 562 cell phone interviews].
viii

December 2009 trends based on the Fall Tracking E-Government survey, conducted November 30 December 27, 2009 [N=2,258, including 565 cell phone interviews].
ix

November 2008 trends based on the Post-Election 2008 Tracking survey, conducted November 20-December 4, 2008 [N=2,254].
x xi

August 2008 trends based on the August Tracking 2008 survey, conducted August 12-31, 2008 [N=2,251].

July 2008 trends based on the Personal Networks and Community survey, conducted July 9-August 10, 2008 [N=2,512, including 505 cell phone interviews]
xii xiii

May 2008 trends based on the Spring Tracking 2008 survey, conducted April 8-May 11, 2008 [N=2,251].

April 2008 trends based on the Networked Workers survey, conducted March 27-April 14, 2008. Most questions were asked only of full- or part-time workers [N=1,000], but trend results shown here reflect the total sample [N=2,134].
xiv

January 2008 trends based on the Networked Families survey, conducted December 13, 2007-January 13, 2008 [N=2,252].
xv

December 2007 trends based on the Annual Gadgets survey, conducted October 24-December 2, 2007 [N=2,054, including 500 cell phone interviews].
xvi

September 2007 trends based on the Consumer Choice survey, conducted August 3-September 5, 2007 [N=2,400, oversample of 129 cell phone users].
xvii xviii xix

February 2007 trends based on daily tracking survey conducted February 15-March 7, 2007 [N=2,200]. December 2006 trends based on daily tracking survey, conducted November 30 - December 30, 2006 [N=2,373].

November 2006 trends based on Post-Election tracking survey, conducted Nov. 8-Dec. 4, 2006 [N=2,562]. This includes an RDD sample [N=2,362] and a cell phone only sample [N=200]. Results reflect combined samples, where applicable.
xx

August 2006 trends based on daily tracking survey, conducted August 1-31, 2006 [N=2,928].

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xxi xxii xxiii

April 2006 trends based on the Annual Gadgets survey, conducted Feb. 15-Apr. 6, 2006 [N=4,001]. February 2006 trends based on the Exploratorium Survey, conducted Jan. 9-Feb. 6, 2006 [N=2,000]. December 2005 trends based on daily tracking survey conducted Nov. 29-Dec. 31, 2005 [N=3,011]. September 2005 trends based on daily tracking survey conducted Sept. 14-Oct.13, 2005 [N=2,251]. June 2005 trends based on the Spyware Survey, conducted May 4-June 7, 2005 [N=2,001]. February 2005 trends based on daily tracking survey conducted Feb. 21-March 21, 2005 [N=2,201]. January 2005 trends based on daily tracking survey conducted Jan. 13-Feb.9, 2005 [N=2,201].

xxiv xxv xxvi xxvii xxviii

November 23-30, 2004 trends based on the November 2004 Activity Tracking Survey, conducted November 23-30, 2004 [N=914].
xxix

November 2004 trends based on the November Post-Election Tracking Survey, conducted Nov 4-Nov 22, 2004 [N=2,200].
xxx xxxi xxxii xxxiii xxxiv xxxv xxxvi xxxvii xxxviii xxxix xl xli xlii xliii xliv xlv xlvi xlvii

July 2004 trends based on the Selective Exposure survey, conducted June 14 -July 3, 2004 [N=1,510]. June 2004 trends based on daily tracking survey conducted May 14-June 17, 2004 [N=2,200]. March 2004 trends based on Weak Ties survey conducted February 17-March 17, 2004 [N=2,200]. February 2004 trends based on daily tracking survey conducted February 3-March 1, 2004 [N=2,204]. November 2003 trends based on daily tracking survey conducted November 18-December 14, 2003 [N=2,013]. August 2003 trends based on E-Government survey conducted June 25-August 3, 2003 [N=2,925]. June 2003 trends based on Internet Spam survey conducted June 10 -24, 2003 [N=2,200]. May 2003 trends based on daily tracking survey conducted April 29-May 20, 2003 [N=1,632]. March 3-11, 2003 trends based on daily tracking survey conducted March 3-11, 2003 [N=743]. February 2003 trends based on daily tracking survey conducted February 12-March 2, 2003 [N=1,611].

December 2002 trends based on daily tracking survey conducted Nov. 25 Dec. 22, 2002 [N=2,038]. November 2002 trends based on daily tracking survey conducted October 28-November 24, 2002 [N=2,745]. October 2002 trends based on daily tracking survey conducted October 7-27, 2002 [N=1,677]. September 2002 trends based on daily tracking survey conducted September 9-October 6, 2002 [N=2,092]. July 2002 trends based on Sept. 11th-The Impact Online survey conducted June 26-July 26, 2002 [N=2,501]. March/May 2002 trends based on daily tracking surveys conducted March 1-31, 2002 and May 2-19, 2002. January 2002 trends based on a daily tracking survey conducted January 3-31, 2002.

December 2001 trends represent a total tracking period of December 1-23, 2001 [N=3,214]. This tracking period based on daily tracking surveys conducted December 17-23, 2001 and November 19-December 16, 2001.
xlviii

November 2001 trends represent a total tracking period of November 1-30, 2001 [N=2,119]. This tracking period based on daily tracking surveys conducted October 19 November 18, 2001 and November 19 December 16, 2001.
xlix

October 2001 trends represent a total tracking period of October 1-31, 2001 [N=1,924]. This tracking period based on daily tracking surveys conducted September 20 October 1, 2001, October 2-7, 2001, October 8-18, 2001, and October 19 November 18, 2001.
l

September 2001 trends represent a total tracking period of September 1-30, 2001 [N=742]. This tracking period based on daily tracking surveys conducted August 13-September 10, 2001, September 12-19, 2001 and September 20 October 1, 2001.
li August 2001 trends conducted August 13-September 10, 2001 lii liii

represent a total tracking period of August 13-31, 2001 .

[N=

1,505]. This tracking period

based on a daily tracking survey

February 2001 trends based on a daily tracking survey conducted February 1, 2001-March 1, 2001 [N=2,096]. December 2000 trends based on a daily tracking survey conducted December 2-22, 2000 [N=2,383].

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liv lv lvi lvii lviii lix

November 2000 trends based on a daily tracking survey conducted November 2 December 1, 2000 [N=6,321]. October 2000 trends based on a daily tracking survey conducted October 2 November 1, 2000 [N=3,336]. September 2000 trends based on a daily tracking survey conducted September 15 October 1, 2000 [N=1,302]. August 2000 trends based on a daily tracking survey conducted July 24 August 20, 2000 [N=2,109]. June 2000 trends based on a daily tracking survey conducted May 2 June 30, 2000 [N=4,606]. May 2000 trends based on a daily tracking survey conducted March 1 May 1, 2000 [N=6,036].

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